"Search Zoom gives users a better way to find the pages that are of interest to them and additional information about what they will find on a site before they click over to it," said Jon Glick, senior director of product search at Become.com, Mountain View, CA. "The different types of content serve users at points all along the buying cycle."

For example, users may search for "sunglasses" and choose to see results displaying guides on how to pick the right pair. The search results are labeled so that users know what information they will find on a page before they click.

"With Search Zoom users can choose exactly the type of information that meets their needs, rather than having to hunt through pages and pages of search results looking for what they need," Mr. Glick said.